Custom Product Pages (CPP)
Definition
Apple App Store feature allowing up to 35 alternate product pages per app, each with unique screenshots and copy for targeted ad campaigns.
What Is Custom Product Pages (CPP)?
Custom Product Pages (CPP) is an Apple App Store Connect feature, launched in 2021, that lets you create up to 35 alternate versions of your app's product page. Each variant has its own unique URL, its own set of screenshots (up to 10), its own preview video, and its own promotional text. CPPs are designed for paid acquisition: you send users from different ad campaigns or referral sources to the variant that best matches their interest. A fitness app might have one CPP for "running" ads and a different one for "yoga" ads — same app, different store-page first impression. CPPs do NOT replace your default listing for organic search; they are only triggered when users arrive via the variant's specific URL.
Why It Matters for App Developers
CPPs let teams target high-intent traffic with high-relevance messaging. A user clicking a Facebook ad for "kettlebell workouts" lands on a screenshot set that leads with kettlebells, not the generic fitness pitch shown to organic visitors. Apps that adopt CPP for paid campaigns typically see 15–30% lift in install conversion from that traffic source. They also enable creative experimentation: you can test radical alternate positioning without risking your organic listing.
Technical Details
Up to 35 CPPs per app via App Store Connect. Each CPP has: up to 10 unique screenshots per device size, up to 3 preview videos, custom promotional text. Default app name, subtitle, description, ratings, and price are shared across all CPPs. Each CPP gets a unique URL with a campaign token — only users arriving via that URL see the variant. Apple does not include CPPs in organic search results (organic users always see the default page). CPP traffic and conversion are reported separately in App Store Connect Analytics. CPPs must be submitted for review like main listings.
Frequently Asked Questions
What are Custom Product Pages on the App Store?
Custom Product Pages (CPPs) are alternate versions of your App Store listing — up to 35 per app — that you can send paid-campaign traffic to. Each has its own screenshots, preview videos, and promotional text. They are only triggered by their unique URL, not by organic search.
How are CPPs different from Product Page Optimization?
CPPs are for targeting different audiences with different store pages (no A/B testing involved). Product Page Optimization (PPO) is for A/B testing variants of your main organic listing to find a winner. They're separate features that serve different goals.
Do Custom Product Pages affect App Store ranking?
No. CPPs are isolated from organic search — your default listing is what ranks for organic queries. CPPs only affect the user's first impression when they arrive via the CPP's specific URL (typically from a paid ad).
When should I use a Custom Product Page?
Use CPPs when you run paid ads to multiple audience segments. Example: an ad campaign for "language learners" should send users to a CPP with language-learning screenshots, not your generic listing. CPPs are also useful for tying creative directly to ad creative for consistency.
Related Terms
Create screenshot variants tailored per Custom Product Page
Free AI app screenshot generator — describe your app, get store-ready visuals in seconds. No signup, no watermark.
Open the Free Editor